Ginhalation: London fog gives way to cocktail mist

London – Shoppers along busy Carnaby Street may think that touch of euphoria they’re experiencing is thanks to a bargain they’ve picked up in one of the many stores in the neighbourhood, but – for the next two weeks, at least – they’d be wrong. From 16–18 April and 23–25 April, jelly architects and food adventurers Bompas & Parr will bring Alcoholic Architecture, a walk-in cloud of breathable cocktail, to the pedestrian mall.

Visitors will be able to step into a cocktail, so to speak, as they enter Bompas & Parr’s gin and tonic mist, created by oscillating ultrasonic humidifiers. Inside, giant limes, massive straws and what organisers call ‘an unsettling soundscape’ by sound artist Douglas Murphy will complete the curious experience.

The event takes a Dreamtelligent approach to alcohol and entertainment, immersing consumers in an experience far removed from that offered at a wine bar or local pub. And as a wave of cocktails washes over the alcoholic drinks sector, we may well be set to see wine, beer and spirits brands vying to offer their customers an experiential – not just alcoholic – treat.